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June 9, 2016
Content Strategy for Shopper Engagement, Entertainment and Education
IRCE – Chicago, June 9, 2016
Joshua Nafman – KIND Snacks Alex Schmelkin – Alexander Interactive (Ai)
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Hi! I’m Joshua Nafman
Specialize in the Gray Areas of Marketing
Digital, Social, Content, Media
PepsiCo, Starbucks, Apple, ESPN
Hot Sauce Enthusiast
SR. DIRECTOR, BRAND & DIGITAL MARKETING
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Hello! I’m Alex Schmelkin
E-commerce strategy, design, and development
Research-based insights
14 years – IMA Top 10 Agency
AdAge & Crain’s “Best Place to Work”
FOUNDER, CEO
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Our fav
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Content CreationContent Marketing
Content Strategy
Content
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Content CreationContent Marketing
Content Strategy
Content
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Content CreationContent Marketing
Content Strategy
Content
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Content CreationContent Marketing
Content Strategy
Content
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This stuff, right?
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Snap it???
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Slow down
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Slow down
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Content Content Marketing
Content Strategy
Content is all of the words, images, video, and more that animate your brand, embody your values, and facilitate your customer interactions and transactions.
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Content Content Marketing
Content Strategy
Content marketing distributes relevant, valuable content to targeted audiences in order to build brand awareness, attract customers, and drive conversions.
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Content Content Marketing
Content Strategy
Content strategy is a commitment to, and a plan for content that works for your business, your team, and your customers.
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Why does content strategy matter to ecommerce?
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“This matters to me, here and now.”
“There’s something
here for me.”
“This product will serve my needs/
desires.”
“I’m confident in my purchase and that my personal information is safe.”
“I have a relationship with
this brand.”
Entry Points Home Page Product Page Cart Payment SuccessfulCheckout Pay
• Social media posts • Distributed content • WOM/Influencers • Paid advertising • SEO
• Interface copy (header, footer, etc)
• Navigation nomenclature
• Key messages
• Product description • Features/Specs • Product images • Video demo • User reviews • Size charts
• Security info • Shipping costs • Availability • Delivery timing • Return policy
• Order updates • Shipment notifications • Email marketing
DirectThe Content Funnel
RELEVANCE RECOGNITION AFFIRMATION SECURITY COMMITTMENT
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7 keys to e-commerce content strategy success
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01
Align content planning with business goals
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IF YOUR GOAL IS TO… MAKE SURE THAT YOUR CONTENT…
Increase market share Meet customers wherever they are
Invites them to return
Keeps them movingIncrease conversions
Increase retention
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KIND’S BUSINESS GOAL
Increase household penetration
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HOW?
Increase awareness & relevancy
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KIND’s distinctive “content voice”
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Fun, Witty Unexpected
Optimistic
Transparent
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02
Stop committing random acts of content
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Get to know your content
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You can even grade it…
Over 180,000 items, including technology, office products, breakroom supplies, furniture, industrial supplies, automotive aftermarket tools, and more.
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You can even grade it…
DEFINITION
GRADE
EXAMPLES
AA A B C D F
Market Leader
Print Possible
Transaction Possible
No Market Opportunity
Web Possible
Enhanced Web
• Multiple alternate images
• Full category-specific attribution
• Keywords • Synonyms
• Video • Spin (360)
photography • Product tours • Premium relationships
• Category-specific attribution
• Relationships • Hi-res image
• Image • Sell (romance) copy • Assigned to hierarchy
• Carton weight • Item number • Long item description
• n/a
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Or, just do math.
Cost of Content = $150
Make sure this is less than: Gross margin $ x Units = Profit
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Random also applies to your channels.
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KIND Blog (RANDOM)
• Less than 25 visitors per month
• Bounce Rate over 75%
• Repository for anything and everything
• Reallocating resources and changing purpose
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• More than 2,500 viewers per article
• Increased Medium, email and social subscribers
• Focused purpose
• Dedicating more resources
KIND on Medium (PURPOSEFUL)
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• More than 2,500 viewers per article
• Increased Medium, email and social subscribers
• Focused purpose
• Dedicating more resources
KIND on Medium (PURPOSEFUL)
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03
Develop content thatmoves your customers
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03
Develop content thatmoves your customers
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Even a little user research can uncover insights that have a big impact on your content strategy.
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Speak to humans
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Find out what [ ] your customers.
Delights Drives Thrills Repels Inspires Shocks
Moves Empowers
Sways Bores Excites Assures
Impresses
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Speak to Humans
Joe Clarissa Dyan
Triathlons Rock & ice climbing
Sea kayaking
7-day a week gym addict Hiking
Frequent Business Travel
Group fitness instructor Personal trainer
Holistic health coach
Joe Clarissa Dyan
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The Box Matters
• INSIGHT: Warehouse staff needed different information to recognize the product
• CONTENT STRATEGY IMPLICATION: Include a photo of the product’s box in the contents of each product page.
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Perspective Sells
• INSIGHT: Adding the 360° view of select tools and equipment to product pages led to a 44% increase in revenue per visitor.
• CONTENT STRATEGY IMPLICATION: Do this more!
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04
Design content, not pages
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KIND’S BUSINESS GOAL
Increase household penetration
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World kindness day visual?>?
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The right content for the right channel.
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05
Build to scale
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culture of content
Grow a content culture
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#KINDTeam
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Content Organization (Current)
Director
Editorial Lead
Social Lead
Media Lead
Insights Lead
Editorial Lead
Editorial Lead
Editorial LeadWriters
Social LeadSocial LeadSocial LeadStylists
PhotographersPhotographersPhotographersPhotographers
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Content Organization (Future)
Director
Editorial Lead
Social Lead
Media Lead
Insights Lead
Editorial Lead
Editorial Lead
Editorial LeadWriters
Social LeadSocial LeadSocial LeadStylists
PhotographersPhotographersPhotographersPhotographers
Design Lead
Production Lead
Production CompaniesProduction CompaniesProduction CompaniesProduction Companies
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06
Don’t be afraid to fail
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Great, right?!
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= $
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Kindness ≠ Sales
= $
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But, it does increase loyalty (relevance), another important part
of our business goal.
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07
Hold content accountable
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Find out what works (and what doesn’t)
Product Pages Articles Blog Posts Webinars Charts Avg Content Page
39
77
57
4539
11
Pageviews/content item
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Find out what works (and what doesn’t)
Product Pages Articles Blog Posts Webinars Charts Avg Content Page
39
77
57
4539
11
Uh oh!
Pageviews/content item
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Find out what works (and what doesn’t)
Product Pages Articles Blog Posts Webinars Charts Avg Content Page
39
77
57
4539
11
Uh oh!
Up-sell Opportunity?
Pageviews/content item
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When you see exactly where your content stands, place informed bets on optimization and development.
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Track where customers view the content.
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Track where customers view the content.
3x revenue per vistor
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Over and over again…Repeat
Pick the winners, toss the losers
OptimizeDon’t just collect data, do
something with it
Review Regularly
Against brand, industry, and competitors
BenchmarkFrequent, Likes,
Comments, Shares
Measure ReachFor all content, not just marketing campaigns
Set KPIs
Hold content accountable
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Lather. Rinse. Repeat.
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Key Takeaways: Content Strategy
1. Align content planningwith business goals
2. Stop committing random acts of content
3. Develop content that moves your customers
4. Design content, not pages
5. Build to scale
6. Don’t be afraid to fail
7. Hold content accountable
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Thank you!
KIND [email protected]
Come visit us at booth #835
We’re hiring!We’re
hiring!
Alexander Interactive (Ai)[email protected]
Download presentation: http://www.alexanderinteractive.com
Alex SchmelkinJoshua Nafman